As the pandemic comes and goes, brands and retailers are proving that virtual events are a constant in their marketing strategies.
Sephora is bringing Sephoria back in its first virtual iteration on September 18. Now called Sephoria: Virtual House of Beauty, it will feature players such as Danessa Myricks, Patrick Ta, Shani Darden, Jackie Aina, Hyram Yarbro, and Jonathan Van Ness, among others. This is the retailer’s first festival since 2019.
Other experiences will include virtual photo booths, virtual games with the possibility of winning Sephora products and workouts offered by Obé Fitness.
Participants can register for free at sephoria2021.com, and two separate experience boxes are available for purchase for $ 40 each. The former includes full-size products from Rare Beauty, Danessa Myricks Beauty, Amika, and The Inkey List; the second features full-size items from Tatcha, Fenty Beauty by Rihanna, Saie, Item Beauty, and Selfless by Hyram.
“In 2021, we thought it was important to have a happy time with our customers and we worked hard to recreate the special Sephoria environment that our customers know and love by providing them with an unrivaled virtual experience that they can enjoy. for free, from anywhere. We look forward to welcoming our customers back to the (virtual) world of Sephoria, ”said Deborah Yeh, Director of Marketing at Sephora, in a statement to WWD.
Other players in the virtual events space include Flannels Beauty, which is hosting a four-day virtual festival. This is the first time that Flannels has organized a beauty festival, and each day will offer a master class with a different beauty entrepreneur. It’s part of the retailer’s larger strategic game for the beauty consumer, which just launched beauty last month.
Attendees include makeup artist and brand founder Patrick Ta, skincare brand founder Irene Forte, Morphe Artistic Director Nicole Faulkner and Flannels Beauty Ambassador Jamie Genevieve.
Wander Beauty also announced the first National Baggage Claim Day. To celebrate the brand’s best-selling Baggage Claim eye masks, whose brand has sold more than 13 million pairs worldwide, it is broadcasting a giveaway live from the Allure Store in New York for a year of supply of masks. It also launches exclusive product sizes with retail partners such as Nordstrom.
As previously reported by WWD, QVC / HSN is also bringing back Beauty Bash in its first digital format. It will take place on September 18 and features speakers such as Josie Maran, Katie Sturino and the founder of State Of Stacy London.
“Our panels will cover important topics such as clean beauty and inclusiveness,” Bridget Love, vice president and general merchandise manager of beauty merchandising at QVC and HSN, told WWD. “We’ll hear from the founders of beauty talk about beauty at all ages, beauty disruptors, and new brands you should know about. There will also be freebies throughout the event.
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